Last year, the cable, satellite and telecoms providers added just 46,000 video customers collectively, according to research firm SNL Kagan. That's tiny when compared to the 974,000 new households created last year. While it's still 100.4 million homes, or 84.7% of all households, it's down from the peak of 87.3% in early 2010.
Nielsen's study suggests that this new group may have left traditional TV for good. While three-quarters actually have a physical TV set, only 18 percent are interested in hooking it up through a traditional pay TV subscription.
Zero TVers tend to be younger, single and without children. Turrill says part of the new monitoring regime is meant to help determine whether they'll change their behavior over time. "As these homes change life stage, what will happen to them?"
Cynthia Phelps, a 43-year-old maker of mental health apps in San Antonio, Texas, says there's nothing that will bring her back to traditional TV. She's watched TV in the past, of course, but for most of the last 10 years she's done without it.
She finds a lot of programs online to watch on her laptop for free — like the TED talks educational series — and every few months she gets together with friends to watch older TV shows on DVD, usually "something totally geeky," like NBC's Chuck.
The 24-hour news channels make her anxious or depressed, and buzz about the latest hot TV shows like "Mad Men" doesn't make her feel like she's missing out. She didn't know who the Kardashian family was until she looked them up a few years ago.
"I feel absolutely no social pressure to keep up with the Joneses in that respect," she says.
